In August 2025, McDonald’s Japan launched a Pokémon Card Happy Meal that quickly gained nationwide popularity.
Soon after, however, mass resales appeared across flea market apps, escalating into a broader social issue.
This phenomenon exposes critical challenges in consumer ethics, corporate responsibility, and platform accountability.
The Pokémon Card Happy Meal Creates a Sensation
When the campaign began on August 9, 2025, the special Happy Meals containing two Pokémon cards sold out quickly across Japan. The cards were included at no additional cost, and the set attracted not only children but also adults, particularly collectors. In some locations, stores sold out within just 30 minutes of opening due to overwhelming demand.
Here is a snapshot of how fast the items sold out in major cities:
| Region | Time to Sell Out | Primary Buyers |
|---|---|---|
| Tokyo | ~20 minutes | Parents with children, young fans |
| Osaka | ~40 minutes | Working adults, students |
| Nagoya | ~30 minutes | All age groups |
| Fukuoka | ~50 minutes | Mostly children |
The appeal of limited-edition cards available at standard Happy Meal prices made this campaign incredibly popular, gaining media coverage nationwide.
The Reality of the Resale Problem
Just hours after release, Pokémon cards flooded flea market apps and auction sites, some being listed at prices as high as 10,000 yen (over $70). Below is a price comparison between retail and resale:
| Card Type | Retail Price | Average Resale Price | Highest Resale Price |
|---|---|---|---|
| Pikachu (Limited) | Free (with meal) | ¥3,200 | ¥11,500 |
| Eevee (Promo) | Free | ¥2,900 | ¥9,800 |
| Random Card A | Free | ¥1,100 | ¥3,800 |
The rarity of the cards significantly inflated resale prices, making it difficult for genuine consumers, especially children and their families, to access the product fairly.
Public Backlash and Ethical Concerns
Public reaction was intense. Many criticized the lack of ethics and the impact on children, especially when reports emerged of children leaving stores in tears because they couldn’t get the product. Here’s a summary of major criticisms:
| Main Concern | Specific Examples/Responses |
|---|---|
| Ethical Misconduct | Bulk purchases purely for profit |
| Impact on Families | Parents reporting children’s distress |
| Unequal Resource Access | Growing divide between buyers |
| Attacks on Resellers | Doxxing and social media backlash |
The very meaning and purpose of the campaign were undermined, raising serious questions about the fairness of product access in society.
Company and Platform Responses
While McDonald’s and platform operators did take some actions, the efforts were largely insufficient due to loopholes that resellers could exploit.
| Response Item | McDonald’s Measures | Flea Market Platforms’ Measures |
|---|---|---|
| Purchase Limits | 1 set per person (in some stores) | No clear listing limits |
| Monitoring Resales | Not feasible at store level | Some items removed |
| Awareness Campaigns | In-store posters and notices | App notifications and guidelines |
| Rule Enforcement | Not practical at POS | Warnings or bans for repeat violators |
Efforts alone from either side cannot effectively suppress the issue, highlighting the need for collaboration and better system design.
Changing Awareness in Homes and Schools
This controversy also triggered a renewed focus on financial education and consumer ethics in households and classrooms. Here’s how educational institutions and families can respond:
| In Schools | At Home |
|---|---|
| Introduce moral education | Teach the value of money and fairness |
| Discuss responsible social behavior | Talk about social rules via real-life cases |
| Use news as classroom material | Reflect on the ethics of reselling |
| Promote fairness and empathy | Encourage sharing and kindness |
Adults’ behavior strongly influences children, and greater coordination between educators and families will be critical.
Sustainable Sales Strategies and Corporate Responsibility
To prevent future incidents, companies must reconsider their sales methods. Potential solutions are shown below:
| Current Challenge | Recommended Strategy |
|---|---|
| In-store congestion and hoarding | Implement online lottery or pre-registration |
| Resale-driven buying | Verify buyer identity |
| Children can’t access items | Child-only or family-restricted sales |
| Declining consumer ethics | Launch social campaigns and education packs |
The key is not just restriction but designing systems that are fair and sustainable.
Conclusion
The Pokémon card Happy Meal incident revealed how children’s products can become entangled in resale-driven chaos, prompting calls for action across multiple fronts. All parties—corporations, consumers, platforms—must recognize their social responsibility and contribute to creating fair systems. Raising consumer awareness and improving ethical behavior are equally essential.
Delivering joy to children without exploitation must remain at the heart of corporate missions, and society as a whole must view such problems not as isolated events but as signals to pursue reform for a healthier market and future.
